Premier League Trophy Hunt

Objective

Premier League partnered with ROSE Digital and metaverse agency Doppelgänger to launch an augmented reality experience supporting the league's inaugural U.S.-hosted Summer Series tournament (July 22–30, 2023). The campaign aimed to drive fan engagement with younger audiences (Gen Z) during the tournament and create buzz around the competitive events across five American cities.

Solution

An AR scavenger hunt deployed in Philadelphia, Atlanta, Orlando, New Jersey/New York, and Maryland/DC, where fans located 20 virtual trophies representing different Premier League clubs using their smartphones. Players entered a trophy's detection zone, tapped to reveal a 3D trophy with sky segmentation filter, and collected team badges in their digital trophy cabinet. The WebAR experience, built on Niantic's 8th Wall platform, included an in-experience map, physical trophy hunts at landmark locations, virtual placement in user-selected areas, branded filter selfies, and QR code scanning via a microsite. Every unique trophy discovered entered fans into sweepstakes; collecting all 20 granted entry to win a signed Premier League jersey, while partial completions earned chances at Summer Series match tickets.

Results

Achieved 95% form completion rate for sweepstakes entries. Specific participant numbers, reach, or conversion to merchandise/ticket sales were not disclosed.